PTiO: Why advertising must reflect the fluid nature of consumer viewing habits

By Perry Hoffman

OTTAWA – The days of a siloed approach to advertising in the digital and linear TV environments are coming to an end, according comments at a session on the evolution of advertising at the Canadian Media Producers Association (CMPA) annual Prime Time in Ottawa event.Barb McKergow, head of marketing ventures at Shaw Media, noted that while the broadcasters and producers may have drawn a line in the sand on the TV and digital platforms front, viewers have a different viewpoint. She described the experience as “fluid” and that consumers don’t really see two screens. From an advertising agency standpoint, Dino...